IRS 2008 Round 1: Casual readership increases for most top 10 publications

Among the top 10 publications, Daily Tanthi, Malayala Manorama and Ananda Bazar Patrika have seen a decline in casual readership

Dainik Jagran, the largest read daily of the country, might have seen a decline in average issue readership (AIR) in Round 1 of IRS 2008, but when it comes to casual readership, the Hindi daily has seen an increase of 29.5 lakh readers. Its total readership, as per the IRS 2008 Round 1 report, stands at 5.66 crore readers. Casual readers are those who read the publication once in while.

The country’s No. 2 daily, Dainik Bhaskar, which had seen a marginal increase in average issue readership, has recorded a growth of 13.59 lakh casual readers. The total readership for Dainik Bhaskar is 3.19 crore.

Hindustan, which moved up by one rank in the current round of the IRS, has not only seen an increase in AIR of 2,01,000 readers, its casual readership has also increased by 16.32 lakh.

However, things haven’t been so positive for Malayala Manorama. From No. 3 in the previous round, this Malayalam daily has been pushed to No. 4. In terms of AIR, it has lost 48,000 readers, and its casual readership has declined by 2.42 lakh to 1.26 crore.

Amar Ujala, at No. 5, is another daily that has registered growth both in terms of AIR as well as casual readers. Its AIR has increased marginally by 16,000 readers, while its casual readership has increased by 13.93 lakh readers to 2.96 crore.

Daily Thanthi is the six largest daily in the country and, just like the Malayala Manorama, this Tamil daily has also registered a decline in both average and casual readership. While its AIR went down by 3.46 lakh readers, its casual readership declined by 2.87 lakh readers.

At No. 7, Rajasthan Patrika has lowered its AIR by 70,000 readers, but its casual readers have increased by 4.66 lakh to 1.37 crore in the current round of IRS 2008.

Eenadu, at No. 8, has also seen an increase in casual readers of 5.02 lakh readers, while its AIR has increased by 1.9 lakh readers. Its total readership, as per IRS 2008 Round 1, stands at 1.47 crore.

The Times of India is the only English daily to feature among the Top 10 publications. While its AIR has declined marginally by 39,000 readers, it casual readership has increased by 1.63 lakh readers.

The leading Bengali publication, Ananda Bazar Patrika, has also recorded negative growth in both AIR and casual readership. While its AIR has declined by 77,000 readers, the loss of casual readers has been 1.83 lakh, from 1.57 crore total readers in IRS 2007 Round 1 to 1.55 crore readers in the current round of the IRS.

Among the other publications to have recorded substantial growth in casual readership are Oriya daily Sambad (6.82 lakh), Chhatisgarh based Hari Bhoomi (5.88 lakh) and Gujarati daily Sandesh (5.11 lakh).